What a great question! As with other answers, there are many kids of physicians, primary care vs specialists, urban vs rural, hospital employed vs private practice. You will want to target early adopter physician’s if you have a relatively new product. Are you selling software? Hardware? Is FDA approvals necessary for your product? If it is a Health IT product have the necessary certifications been completed? In the case of the hospital employed physician, you will want to understand how the organization is run. Is it a physician led organization? Are physicians even the decision makers for purchases? Does the organization have a RFP process? Is there a vendor form on their website to take a preliminary step towards a sale? Who are the actual decision makers for the practice? Don’t discount the importance of an office manager or other clinical personnel to influence the physician. What kinds of publications does your particular physician read? Is he a member of Doximity? Linked in? Facebook? Modern Healthcare? Health IT news? What professional organizations and trade shows does he attend? At the end of the day, there is no substitute for a well thought our content strategy in which you create evergreen content which resonates and educates the physician about his critical area of interest. Have customers and case studies he can access. In short, selling anything to a physician in the value based care area is HARDER THAN EVER. You have to build a great team, product and simply be awesome, and do incredible things for patients. Best of luck and let me know if I can provide more color to your quest.